How do you like it?

Oyster Campaign 2010

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OUTDOOR BOARD

As the star of Peep Show at Planet Hollywood in Las Vegas, Holly Madison is the hottest new vixen of “Sin City”. A larger than life billboard will be placed on the Las Vegas strip, featuring a picture similar to the one above. In place of the disco ball, Holly will be sitting on the top of a huge opened oyster with her bottom leg dangling below it, while the top half of her body and her extended leg reach above the normal rectangular parameter of the board. As opposed to the city surrounding the shell as seen above, the city will be busting out from the inside of the shell (like a pop up book effect). The headline will read across the top, “Holly likes it on the late night”. The middle left side of the board will have the blurb, “24/7 freshness at Oyster Joe’s café, make next right! At the bottom right corner where the Holly’s World logo appears will be the MLO logo alongside the tagline: How do you like it?

Television Broadcast Script A blend of the sexiest and most influential people in Hollywood, come through the television to seduce their viewers into experiencing the decadency of oysters The commercial begins with Emmanuelle Chriqui (Sloan from HBO series, Entourage) lying in a candle lit tub full of bubbles peeking into a mysterious basket covered with a sexy red silk cloth. EC: “ I like it best in the bath. In the privacy of my own home where there’s no one to complain about the steam” (with a sexy, suggestive smirk) The scene then pans out to her front door that then opens out onto a gorgeous secluded beach. Chloe and Lamar Odom are lying on a beach bed with champagne in her hand and two plates set out in front of them. Surrounded by snow-white sand next to clear blue water glittering everywhere the sun hits it, the same mysterious basket sits between them with the silk cloth cover moving slightly by the wind CO: “We like it on the beach” LO: “with a nice cold cocktail to set the mood” The scene then shifts away from the beach to a loud and lively Tapas Bar where Eva Mendez is sitting across the table from a very handsome Latin man who is extending his hand as a gesture to dance while she hands the waiter her menu and proceeds to accept the invite to dance EM: “I like it saucy…Papi always said there’s nothing wrong with a little kick to spice things up” She is now dancing close with her date Next scene, Matthew Mcconaughey walks inside his penthouse hotel suite from the balcony overlooking the sunset with a towel wrapped around his waist. As he walks into the bedroom, a woman is in an unmade bed with the same mysterious basket (uncovered) on the table next to her with a messy table setting from a meal that hasn’t been cleaned. The girl is wiping her face with the red silk basket cover Girl: “Did you like it?” Pans back to Matt looking into the camera telling the audience as a secret MM: “I like it however she does” Last scene, Bobby Flay is in a gorgeous messy kitchen with oysters and other food everywhere in preparation of the dinner party going on in the other room. As he enters

the dining room where everyone awaits him, baskets with the red silk cloth covering them sit on the table. He walks towards the table… BF: “It’s not about how I like it…” He takes off the red silk covers of each basket and steam, aroma, and “eager to dig in” smiles appear throughout the room and bobby turns to the camera BF: “…its all about how they like it” Picture fades, Oyster logo appears: America’s oysters, How do you like it? EC: Tell us how you like it at www.MLO.com

                                                         

Creative Brief What problem are we trying to solve? • Oysters have caught a bad rap for being smelly, slimly, and dangerous territory most would rather not enter • Altering the perception of oysters from dangerous to intriguing will draw more positive attention to one of the seas most delectable and understated treasures. • Make people crave the experience of eating oysters instead of avoiding it Who are we communicating? • Adult woman and men, aging anywhere from 25-50, with averagemoderate income, who enjoy dining out and desire indulging in the “good life” What’s the unique selling proposition? • People have a one track mind when it comes to the preparation of oysters, so by highlighting the different ways they can be served, consumers will come to the conclusion that they may simply prefer one way over another rather than no way at all • In today’s society, people strive for high status, value luxury, and love the VIP treatment. If the experience of eating oysters brings these things to consumers’ lives, the interest in eating them will increase • Tying oysters to our favorite celebrity faces and showing how eating them is part of how they enjoy the “good life”, consumers will be eager to obtain it the same way • Associating oysters with the suggestion of sex will add mystique to the product and trigger consumer curiosity What do you want them to feel? • Like an A-lister with a pass for a glamorous night out • Free from everyday restraints and normality • Luxurious, sexy, intriguing What’s the proof that it’s true? • In the study I performed, 12 out of 13 participants answered that they are more likely to try something new on vacation or under unusual circumstances. By putting consumers in a state of euphoria or relaxation, their guard will be let down • In the study, a majority of the participants noted that they think that the statement, “oysters are an aphrodisiac” is a fact. Connecting the food to romance gives oysters a greater sex appeal • A great majority of the participants said they prefer to dine out over cooking or ordering in • A slight majority was recorded to choose food according to peer recommendation What are the particulars? • The How do you like it? campaign

                                                                         

Each ad will feature a different celebrity. The headline will quote how the celebrity likes their oysters served best. Copy will follow including a blurb of that celebs favorite place to order oysters based on their preferred way of eating them. “I like it steamy” “I like it with a cocktail” “I like it on vacation”

   

Focus Group Summary My focus group consisted of 13 participants ranging from age 20 to 52. Of the group, 7 were females and 6 were males. I asked each participant the same series of questions in an individual and face-to-face setting to keep the environment somewhat constant. The survey questions along with their results are presented below: 1. Sex: 2. Age: 3. Which of your five senses do you find most valuable? Sight: 10; taste: 2; sound: 1; smell: 0; touch: 0 4. Would you be more likely to try something new on vacation: Yes: 12/No: 1 5. Do you eat things or avoid them according to peer recommendation? Yes: 7/No: 6 6. Would you rather eat/cook at home, dine out, or order in? 2 8 3 7. What’s the first thing that comes to your mind when you hear the word oyster? 8. Have you ever tried an oyster? Yes: 10/ No: 3 a: *If so, what did you think? What was the experience like? 9. Do you eat oysters frequently? Yes: 2 /No: 11 10. Would you prefer your oysters served raw/cooked? Raw: 7; Cooked: 6 11. “Oysters are an aphrodisiac”: myth or fact? Myth: 5; Fact: 8 12. Are you aware of any past water contamination scares in the U.S? yes: 12/No: 1 a: *If yes, did it affect your choice to eat seafood? Yes: 4 /No: 9

The questions I chose to ask the participants are a combination of general questions about the individual’s preferences, followed by some specific questions pertaining to oysters including their knowledge, experiences, and opinions of the food. By using this variety of questioning, a correlation between consumer personalities and their view on oysters may show, giving some insight into why the public demand of this mollusk is so low, as of late.

By finding out which of the five senses people value the most, I was able to get a better idea of what people’s first impression of food depends on. A majority of the group said that they value sight over the other four. People tend to be attracted to vibrant, bold, inviting foods to satiate their palate, while oysters carry none of those characteristics. 12 out of the 13 participants said they would be more likely to try something new on vacation. People who don’t normally swim with dolphins, zip line through the Amazon, or day drink, are more inclined to do so on a break from their everyday life. So, statistically, individuals who would normally pass at the chance are more open to indulging in oysters. In today’s society, peer opinion is considered superior to most. What dress should I wear? Do you like your car insurance company? Should I switch phone services? These are all questions we ask our friends and family, but whether we use their opinions to make our decisions remains to be seen. When it comes to food, the group results showed no correlation between sex and whether or not peer recommendation is important. Based on the results, there are almost as many people who do not listen to peer recommendation, as there is who do. People are more likely to eat oysters when they go out to eat due, in part, to the fact that they aren’t available at every supermarket and aren’t advertised all year-around in all 50 states. A majority of the focus group prefers to dine out, yet only 2 out of the 10 people who have tried oysters eat them frequently. A majority of the 10 participants who have tasted oysters at least once in their life described them as slimy and fishy, but only 5 of them viewed their oyster tasting experience as a positive one. The true consumer reaction to the product was shown in survey question #7. The first thing that came to 4 participants minds when hearing the word oyster were of negative connotation, including the words: “not good”, “gross”, “barf”, and “yuck”. All 4 had previously tasted oysters and gave their answer based on their experience with them, not an assumption they had or an experience by a friend. 2 participants’ first reactions were: “yum” and “delicious” and both of them eat oysters frequently. 3 participants first thoughts were: “vacation/tropical”, “Rockefeller”, and “Bay”. The remainder of the participants said the first thing that came to their mind when hearing oyster was “aphrodisiac” and “sex”. Both participants who had never tried oysters before described them as an aphrodisiac. This shows how powerful reputation can be, regardless of if it’s true, for someone to identify oysters as a sexual food while never actually experiencing the after affects of them. Leading to the next question, more people think the statement “Oysters are aphrodisiacs” is a factual statement rather than a myth, although there is neither solid proof nor much research done to conclude they actually have the ability to arouse. This, once again, goes to show how impressionable the public can be when it comes to word-of mouth. The more frequently something is said, the more likely people are to think it’s true.  

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